The United Arab Emirates currently consumes a shocking 20 billion plastic bags a year. While we may not think a simple grocery trip is harmful to our environment, our collective use of plastic bags is a huge cause of concern.

In order to limit our dependency on plastic, special tote bags were developed that were not only eco-friendly but also equally as functional. Modelled after a notepad, the Tide Smart Bag transforms into an instant grocery list that can be washed and used over and over again, demonstrating Tide’s cleanliness claim: whiteness guaranteed. Sent to select customers from the Tide database and to fashion/lifestyle editors, prominent fashion bloggers as well as leaders in environmental organizations, the bags generated such a positive response from shoppers in the UAE that TIDE is currently planning on developing the bags on a regional scale.

In order to limit our dependency on plastic, special tote bags were developed that were not only eco-friendly but also equally as functional. Modeled after a notepad, the Tide Smart Bag transforms into an instant grocery list that can be washed with Tide and used over and over again, providing people with an eco-friendly accessory on future shopping trips.The bags were sent, along with a box of Tide and a marker, to leading fashion/lifestyle writers and bloggers to maximize word of mouth.

Sent to select customers from the Tide database and to fashion/lifestyle editors, prominent fashion bloggers as well as leaders in environmental organizations, the bags generated such a positive response from shoppers in the United Arab Emirates that Tide is currently planning on developing the bags on a regional scale.